ส่วนประสมการตลาดบริการที่มีผลต่อธุรกิจรถยนต์มือสองในอำเภอเมืองเชียงใหม่ในการเลือกผู้ให้บริการสินเชื่อเช่าซื้อรถยนต์

Abstract

This study aimed to explore services marketing mix affecting used-car business in Mueang Chiang Mai district towards choosing car-leasing-service providers. Samples of this study were specified to 70 entrepreneurs of used-car business who registered with Department of Business Development, Chiang Mai. Questionnaires were used as the tool to collect data. Data analysis was conducted by the use of descriptive statistics consisting of frequency, percentage and mean. The findings presented that most respondents were male in the age of 50-59 years old. They had operated the used-car business for more than 10 years and were in the position of business owner. Their business was registered in a single-owner category. In a month, they had 1-10 used-cars for sales and 4-6 cars were sold. The authorized capital of their business was 2,000,001-5,000,000 baht and the maximum numbers of employee were 2 persons. The respondents had low level of frequency in taking services from their current car-leasing-service provider. The moderate level of frequency in taking car-leasing-services was mostly done with Krungsri Bank Public Company, Kiatnakin Bank Public Company and Nimseeseng Leasing Company Limited, respectively. The majority learned information about the car-leasing-services from the officers of car-leasing service companies. Reason on taking car-leasing services from the financial institutes was referred to the stability and the good image of the bank as well as the banking location at San Khu Lek Used-Car Market. Regarding the services marketing mix, the respondents considered that the following factors affecting to their selection of car-leasing-service providers at high level: people, product, process, physical evidence, price and promotion, respectively. However, the place was ranked as a factor affecting to the selection of car-leasing-service providers at moderate level. Elements of each factor which were ranked at the highest level of concern were shown as follows. In product factor, the highest level of concern was for the appropriate approval on credit limits and hire-purchase amount as needed. In price factor, the highest level of concern was for the high rebate and commission rates such as 8% of the entire interest rates as offered by the financial institutes. In place factor, the highest level of concern was for the availability of off-site leasing and contract services. In promotion factor, the highest level of concern was for the availability of staff to introduce services at the business sites. In people factor, the highest level of concern was for the proficiency of staff as well as their ability to communicate with customers on used-car leasing services with easy-to-understand language. In process factor, the highest level of concern was for the simple process in making contract and the use of technology such as on-line personal verification to facilitate customers and shorten the waste of time for waiting. In Physical evidence factor, the highest level of concern was for cleanliness and well-arrangement.